Why Does E-E-A-T Matter In Financial Services?

30-Second Summary:

  • Financial brands must closely follow Google’s E-E-A-T guidelines to ensure content quality and reliability, crucial for achieving higher rankings in the SERPs and establishing credibility in the financial sector.
  • E-E-A-T is vital for financial brands to gain consumer trust, especially given the complexity and sensitivity of financial advice which significantly impacts consumer lives (YMYL topics).
  • Financial services can enhance their E-E-A-T profile by showcasing expert content, securing authoritative backlinks, maintaining a secure and transparent website, and focusing on user-first approaches to boost SEO and customer trust.

As living in the digital age means anyone can publish advice, how can financial brands establish themselves as the go-to authorities? With Google’s E-E-A-T guidelines making it clear how businesses need to present themselves to be considered helpful to their users, it has never been more crucial for brands in the financial services industry to ensure they adhere to this.

As understanding E-E-A-T and its impact on SEO strategies is important, here we’ll show why it’s not just beneficial but essential for finance brands aiming to enhance their online presence and credibility. Those that can will ensure they not only meet but exceed the expectations of today’s savvy consumers and boost their performance in the SERPs in the process.

Understanding Google E-E-A-T Guidelines

Firstly, if you’re not familiar with Google’s guidelines, E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it is a framework used to assess the quality of content on the web. We’ve posted previously about how to create content Google loves that covers E-E-A-T guidelines from Google, but here’s how each element plays a crucial role:

  • Experience – This refers to the practical knowledge or firsthand experience that a content creator and website has on the topic. In financial services, this could mean personal stories or case studies demonstrating financial advice in action.
  • Expertise – Expertise is about formal qualifications or a depth of knowledge in a specific area. For financial websites, this means content should be written or reviewed by financial experts such as certified financial advisors or seasoned industry professionals.
  • Authoritativeness – This aspect looks at the credibility and reputation of the website publishing the content, as well as the author. Recognition from other authoritative figures in the industry, such as awards, high-profile endorsements and linking to your content, can enhance this.
  • Trustworthiness – Trustworthiness focuses on the accuracy and legitimacy of the website and its content. Secure sites with clear, honest, and transparent information, especially regarding financial advice, score highly making it an important part of Google E-E-A-T SEO.

Understanding and optimising content that keeps these factors in mind can help ensure that it performs well in the SERPs, providing Google’s many users with reliable and valuable information.

Importance of E-E-A-T in Financial Services

Trust and credibility are extremely important in the financial services sector. Given the complexity and sensitivity of financial information, people need assurance that the advice and information they find online is reliable and comes from a reputable source. This is where Google’s E-E-A-T becomes invaluable. Many of the topics that financial services may cover will come under the term YMYL – Your Money or Your Life. This refers to topics that can have a significant impact on the reader’s health, financial stability, safety, or well being.

Having experience and expertise in a subject ensures that any financial advice is not only accurate but also practical. Many people seek guidance before making any big financial decisions whether it’s investments, retirement planning, or managing debt. When financial brands demonstrate deep knowledge and real-world experience, they build consumer confidence and authority within the industry.

Authoritativeness solidifies a brand’s standing as a leader in the financial field. When a brand is recognised by other reputable websites and people and consistently cited in the industry, it gains a competitive edge. This recognition often translates into higher search engine rankings, which leads to greater organic visibility.

Trustworthiness is perhaps the most crucial part, as it involves creating a secure environment where users feel safe to interact and transact. Financial websites have to ensure strict compliance with security protocols and provide transparent information to avoid misinformation. Missteps in this area can lead to consequences, not only with Google’s rankings but also in losing customer trust permanently.

Together, these elements of E-E-A-T help financial service brands maintain a strong online presence, ensuring they are seen as credible sources which consumers can depend on for high-quality financial advice and service.

Implementing E-E-A-T Strategies for Financial Brands

If you are a financial services brand looking to improve performance and win consumer trust, effectively implementing E-E-A-T strategies is crucial. As part of any essential SEO strategies for financial services, here are some of the ways you can start to enhance each aspect of E-E-A-T:

Show Your Experience – Demonstrate your financial knowledge with high-quality, helpful content and showcase customer feedback. You can ask customers to leave reviews after using your services to back up your experience too. Sharing insights gained from direct experiences like this will help to show practical expertise and results-driven approaches.

Demonstrate Expertise – Ensure all financial content is either authored or reviewed by industry experts. You may want to create author bios so that readers can see this expertise, highlighting the credentials of your team members on your site. Featuring guest writers from recognised financial authorities can also boost perceived expertise. Review old content within blogs and update accordingly to ensure they are as helpful and high-quality as possible.

Strengthen Your Authority – Establish a strong brand presence by earning citations and backlinks from esteemed industry sites as part of a link building strategy. Engage with industry leaders on social media platforms and participate in industry discussions and forums too. Awards, recognitions, and positive press helped with PR can significantly enhance your authority and create a positive brand reputation.

Be a Trustworthy Source – Maintain a secure website with up-to-date SSL certificates and privacy policies that protect user data. Clearly display contact information and customer service resources too. Fact-check all content rigorously, and cite trustworthy sources to back up claims. Transparency about your company’s financial services and any associated costs or fees is essential to building trust.

These are just some of the ways to start leading your website to better performance using SEO strategies for financial services that can improve your E-E-A-T profile. This not only helps to improve rankings on Google but also establishes a long-term, trustworthy relationship with your customers.

The underlying thing to remember is that your website needs to be user-focused, putting people first by being helpful and trustworthy – it’s not simply about pleasing Google and the guidelines, it should always be about your customers and prioritising them.

Boosting Your E-E-A-T Efforts

Following Google’s E-E-A-T guidelines is essential for financial services when wanting to thrive in a competitive industry online. As a digital marketing agency experienced in helping finance brands, we understand that getting to grips with E-E-A-T can be difficult, which is why we are here to assist and help you enhance credibility and visibility.

Contact our agency today to discuss your current challenges and we can help you refine your E-E-A-T strategy, whilst helping your website grow organically with integrated campaigns.

For more insights, please visit our blog, where you can learn about the evolution of Google’s ranking factors, and what truly matters to consumers in your marketing efforts.

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